Not too long ago, the decision behind whether or not a person received a loan was dependent on just a couple of factors and one or two people's perception of whether or not that person would repay. At the end of the day, it came down to a conversation and how the lender felt about the potential borrower; a gut feeling based on a handshake plus a couple of facts and that's all. Today, thanks to the advances of analytics, there are tons of factors that a bank uses to determine a person credit-worthy or non credit-worthy, but very seldom does it involve real human interaction and intuition.

Traditional analytics can provide so much information that ultimately enables better decisions and better business. However, in cases pertaining to people directly, something is definitely lost when there is no longer that handshake and conversation. There is something to be said about what we learn from speaking with someone versus reading about the facts of their education, occupation and financial history.

A marketing company may be able to see when people most often buy and what they will most likely buy and they can also gauge all dynamics of the traffic on a webpage, television network or clothing store, but what if they could also understandwhythe activity happens that way? If we combined traditional analytics with emotional analytics, analyzing facts AND emotions, would it be possible an organization could control the "when" and even the "how often"?